You build. You hustle. But are you still chasing leads?
Running a contracting business is already a full-time job. You’re managing crews, handling client expectations, sourcing materials, and ensuring every project runs smoothly. But on top of that, you’re supposed to find time to market your business, too, magically?
That’s where PPC advertising changes the scenario. Instead of waiting for word-of-mouth referrals or dealing with the feast-or-famine lead flow, PPC puts your business in front of people actively searching for your services—right when they need you the most.
But here’s the problem: PPC (Pay-Per-Click) isn’t just about throwing money at Google and hoping for the best. A poorly managed campaign can burn through your budget faster than a rushed concrete pour—without delivering real leads.
When done right, PPC can be your most powerful tool for landing high-quality projects, cutting out tire kickers, and keeping your schedule full. Google search ads have an average ROI of 200%—for every $1 spent, advertisers earn $2 back. That kind of return can turn slow months into fully booked seasons.
This guide will break down everything you need to know so you can spend less time chasing leads and more time building what matters. Let’s get to it.
Why Is PPC Important for General Contractors?
Unlike conventional marketing, PPC delivers immediate visibility and ensures your services appear in front of homeowners and companies actively searching for contractors. Here’s why it’s essential:
- Instant Visibility & Fast Lead Generation: Unlike SEO, which takes time to build, PPC ads immediately put your business at the top of search results. This helps you attract potential clients right when they need your services.
- Highly Targeted Advertising: With PPC, you can control who sees your ads based on location, search intent, and even specific demographics. This ensures your budget is spent on the most relevant potential customers, not random website visitors.
- Budget Control & Cost Efficiency: PPC allows contractors to set daily and monthly budgets, so you never overspend. You also only pay when someone clicks on your ad, making it a cost-effective way to acquire new leads.
- Competes with Larger Companies: Big construction firms dominate organic search results, but PPC levels the playing field. Even small and mid-sized contractors can appear at the top of Google when potential clients search for services.
- Measurable Results & Data-Driven Growth: PPC platforms provide detailed reports on what’s working and what’s not. You can continuously optimize campaigns for better performance and ROI with real-time data on clicks, leads, and costs.
Smart PPC Strategies to Win More Clients as a General Contractor
Before getting into specific strategies and ideas, it’s essential to establish a clear monthly budget for your PPC campaigns. Unlike organic marketing, PPC requires paying for every click, so setting a realistic budget helps prevent overspending while ensuring you remain competitive.
Start by researching competitors’ spending and the cost of high-intent keywords in your industry. Most paid platforms allow you to set a daily budget, but remember that spending may fluctuate slightly above or below your target amount.
You can also maximize your budget by carefully scheduling when your ads appear. For example:
- Targeting homeowners (B2C – residential construction)? Running ads daily from 7 AM to 9 PM aligns with when people typically research home improvement projects.
- Targeting businesses (B2B – commercial construction)? Running ads Monday to Friday from 7 AM to 6 PM ensures you reach decision-makers during business hours.
Once you have a well-defined budget, you’re in a stronger position to implement high-performing PPC strategies that bring in quality leads. Let’s explore the best approaches to make your campaigns as effective as possible:
1. Choosing the Right PPC Platform
Selecting the right platform before launching a campaign ensures your ads reach the most relevant audience. Each platform serves a distinct purpose, and understanding how they work helps maximize your ad spend. Below is a breakdown of the best PPC options for general contractors and practical ways to use them.
Google Ads: Capturing High-Intent Searches
Google Ads is a powerful platform for contractors, connecting you with people actively searching for services. When someone searches “bathroom remodeling contractor near me” or “commercial construction company in [city]”, your ad appears at the top of the search results.
Best for: Contractors seeking immediate, high-quality leads from search queries.
Ad Types to Use
- Search Ads: Appear on Google when users search-relevant keywords.
- Display Ads: Visual banner ads placed on websites to boost brand visibility.
- YouTube Ads: Showcase past projects, client testimonials, or time-lapse renovations.
Idea: A home renovation contractor can run Google Search Ads targeting “home remodeling contractor near me” with an ad promoting free estimates and fast turnaround times.
Facebook & Instagram Ads: Engaging Through Visual Content
Unlike Google Ads, where users search for services, Facebook and Instagram Ads place engaging content in front of potential clients as they scroll. These platforms work well for brand awareness and lead generation.
Best for: Contractors looking to showcase their work and attract leads through social media visually.
Ad Types to Use
- Image & Carousel Ads: Display before-and-after project photos.
- Video Ads: Feature short clips of completed projects or client testimonials.
- Lead Generation Ads: Allow users to submit inquiries without leaving the platform.
Idea: A remodeling contractor can use a carousel ad to highlight before-and-after kitchen renovation images and include a call to action such as “Thinking about upgrading your kitchen? Get a free consultation today!“
Local Service Ads (LSAs): Pay for Qualified Leads
Google’s Local Service Ads (LSAs) operate on a pay-per-lead model rather than per click. These ads appear at the top of search results with a “Google Screened” or “Google Guaranteed” badge, increasing credibility.
Best for: Contractors looking for highly qualified leads without excessive ad spend.
How It Works
You set a budget for the number of leads per week or month.
Google charges only for valid leads (e.g., estimate requests, not wrong numbers).
Customers can call directly from the ad without visiting a website.
Idea: A roofing contractor can use LSAs to appear at the top of searches like “roof repair near me”, ensuring direct calls from serious customers rather than passive website visits.
Bing Ads: A Cost-Effective Alternative to Google Ads
Bing Ads (Microsoft Advertising) functions similarly to Google Ads but with lower competition and costs per click. Since Bing powers searches on Yahoo, MSN, and Windows devices, it often reaches an audience of older homeowners and business professionals with strong purchasing power.
Best for: Contractors seeking affordable yet high-intent leads apart from Google Ads.
Advantages
- Lower Cost-Per-Click (CPC): Less competition results in cheaper clicks.
- Engages Niche Audiences: Many Bing users are business owners or established homeowners looking for reliable contractors.
- Easy Import from Google Ads: Campaigns from Google Ads can be imported with minimal effort.
Idea: A contractor running Google Ads for “home addition contractors near me” can replicate the campaign in Bing Ads to reach homeowners who prefer Bing as their primary search engine.
2. Finding High-Intent Keywords
Selecting the right keywords is the foundation of a successful PPC campaign. You aim to ensure your ads appear in front of people looking to hire a contractor, not those simply gathering information. A well-planned keyword strategy helps you target qualified leads, reduce wasted ad spend, and improve conversion rates.
Types of Keywords to Focus On
i) Commercial Intent Keywords: These keywords indicate that the searcher is ready to hire a contractor. They often include words like “contractor,” “near me,” “estimate,” and “quote.”
Examples:
home remodeling contractor near me
roof repair estimate
best general contractor in [city]
ii) Long-Tail Keywords: Longer, more specific phrases that indicate clear intent. These keywords have lower competition and higher conversion rates because they attract searchers with particular needs.
Examples:
affordable bathroom renovation in [city]
licensed deck builder with free estimates
commercial construction company for office buildout
iii) Negative Keywords: These prevent your ads from showing for irrelevant searches, saving your budget for the right audience.
Examples:
DIY-related searches (“how to renovate a house yourself”)
Job seekers (“general contractor jobs”)
Low-intent searches (“cheap roofing materials”)
How to Find the Best Keywords for Your Campaign?
To refine your keyword strategy, use data-driven tools to research search volume, competition, and cost-per-click (CPC):
- Google Keyword Planner: Identifies keyword popularity and estimated CPC.
- SEMrush & Ahrefs: Provides competitor keyword insights and search trends.
- Google Search Console: Analyzes existing website traffic for potential high-performing keywords.
Idea: If you specialize in kitchen remodeling, use Google Keyword Planner to find variations like “custom kitchen design in [city]” and “kitchen remodel contractor near me” to focus on searches with hiring intent.
Targeting Keywords Based on Business Type
Your keyword strategy should reflect your specific services to attract the most relevant leads.
General Contractors
construction company near me
construction services [city or state]
licensed general contractor for [service]
Residential Construction & Remodeling
home remodeling company in [city]
custom home builders near me
kitchen renovation contractor [city]
Commercial Construction
commercial construction companies in [city]
industrial construction services
school and education construction company
Optimizing Keywords for Maximum Impact
Once you have a list of high-intent keywords, optimize your PPC campaigns:
- Group Keywords by Service Type: Create separate ad groups for home remodeling, roofing, commercial construction, etc. to improve relevance and ad performance.
Use Location-Based Keywords: Add city and neighborhood names to capture local searches.
Regularly Review Search Terms Report: Identify irrelevant searches to expand your negative keyword list and refine targeting.
Idea: If your roofing ads appear for searches like “DIY roof repair”, add “DIY” to your negative keyword list to prevent wasted clicks.
A strong keyword strategy ensures that your PPC budget is spent on leads that convert instead of unqualified traffic. The more refined your keyword list, the higher your return on investment (ROI).
3. Creating Highly Effective Ad Copy
A well-written ad can be the difference between a potential client clicking or scrolling past. Your ad copy should be clear, action-driven, and directly relevant to what the user is searching for. Since PPC ads have limited space, every word must serve a purpose—grabbing attention, building trust, and compelling the user to take action.
Here’s how to create high-converting ad copy that speaks to your ideal customers and increases your click-through rate (CTR):
Core Elements of a Strong PPC Ad for Contractors
Headline: Instantly Communicate Your Service
The headline is the first thing users see, so it must clearly state your service while addressing user intent. Since most searches are location-based, including your city or service area increases relevance.
What Works Best?
Call out your expertise (“Licensed General Contractor in [City]”).
Use action-oriented phrasing (“Get a Free Quote on Roof Repairs”).
Highlight urgency or exclusivity (“Limited Slots for Spring Remodels—Book Now”).
Description: Highlight Benefits & What Sets You Apart
The description should expand on your headline, reinforcing why the user should choose your business over competitors. Focus on:
Unique selling points (licensed, insured, experienced, fast turnaround).
A compelling call-to-action (CTA) (“Schedule a Free Estimate Today”).
Customer benefits (warranty, financing options, 24/7 availability).
What Works Best?
Trusted Roofing Contractor with 10+ Years Experience – Financing Available. Call for a Free Estimate!
We Handle Everything from Design to Build. Licensed & Insured. Get a Free Consultation Now!
Ad Extensions: Increase Visibility & Engagement
Ad extensions provide additional information and improve click-through rates by making your ad more detailed and interactive.
Best Ad Extensions for Contractors:
- Call Extensions: Displays your phone number for easy direct calls.
- Location Extensions: Shows your business address and directions.
- Sitelink Extensions: Adds clickable links to key services (roofing, remodeling, commercial construction).
- Callout Extensions: Highlights features like “Free Estimates | Licensed & Insured | 24-Hour Emergency Service”.
4. Setting Up Geo-Targeting for Local Success
General contractors operate within specific service areas, making geo-targeting one of the most important aspects of PPC advertising. Ad spending can be wasted on clicks from people outside your service area without precise location targeting. Proper geo-targeting ensures your ads reach potential clients in the right locations while filtering out irrelevant areas.
Geo-Targeting Strategies for General Contractors
i) Radius Targeting: Focus on Your Service Area
For contractors who serve a defined local area, radius targeting ensures ads are shown only to people within a specific distance from your business.
How It Helps?
Prevents wasted spend on users too far from your service range
Targets local customers actively searching for your services
Adjusts ad spend toward areas with higher conversion rates
City & ZIP Code Targeting: Pinpoint High-Intent Locations
Rather than targeting an entire region, focusing on specific cities or ZIP codes helps refine your audience and improve ROI.
Best Practices
Prioritize ZIP codes with high homeowner density for residential services
Target commercial districts for B2B construction services
Exclude low-interest areas where leads rarely convert
ii) Exclusions: Prevent Irrelevant Clicks
Excluding specific locations ensures ads don’t appear in places where you don’t operate or receive unqualified leads.
How It Helps?
It avoids unnecessary clicks from people outside your service area
Prevents competition with contractors in areas you don’t serve
Stops ads from appearing in regions with lower profitability
5. Landing Pages That Convert
Driving traffic to your website is only half the battle—what happens after someone clicks your ad is what truly determines success. If users land on a generic homepage with too much information or distractions, they are likelier to leave without taking action. Dedicated landing pages tailored to your PPC campaigns are essential to maximize conversions.
Core Elements of a High-Converting Landing Page
i) A Clear, Compelling Headline: Instantly Grab Attention
The headline should immediately communicate what your service offers and why the visitor should stay on the page. It should be concise, benefit-driven, and aligned with the PPC ad that led them there.
Best Practices
Use a customer-focused approach (“Transform Your Home with a Trusted Remodeling Contractor”).
Reinforce urgency (“Book Your Free Estimate – Limited Availability!”).
Match the ad’s messaging (If the ad promises “Fast Roof Repairs,” the headline should highlight “Same-Day Roof Repairs Available”).
ii) A Strong Call-to-Action (CTA): Direct the Next Step
Visitors should know exactly what to do next without confusion. A clear, action-driven CTA increases the likelihood of conversion.
Best Practices
Use direct and persuasive language (“Request a Free Quote” or “Schedule Your Consultation”).
Place the CTA above the fold (visible without scrolling).
Ensure buttons stand out with contrasting colors and action-oriented text (“Get Started Today”).
iii) Trust Signals: Build Credibility Instantly
Since general contractors handle high-investment projects, it is crucial to build trust quickly. Adding trust elements reassures visitors that they are making the right decision.
What to Include?
- Customer Testimonials: Showcase real experiences from happy clients.
- Certifications & Licensing: Display relevant industry credentials.
- Project Photos” Include before-and-after images to demonstrate quality workmanship.
iv) Fast Load Speed & Mobile Optimization: Enhance User Experience
A slow or difficult-to-navigate page can cause visitors to leave before taking action.
Best Practices:
Ensure the page loads in under 3 seconds (use tools like Google PageSpeed Insights).
Make forms and CTAs mobile-friendly for easy submission on any device.
Keep the design clean and clutter-free to avoid overwhelming visitors.
6. Optimizing Ad Spend
The right bidding strategy ensures your PPC budget is spent efficiently while maximizing high-quality leads. General contractors should focus on strategies that balance cost control and conversion optimization based on campaign goals.
Best Bidding Strategies for Contractors
i) Maximize Clicks: Gather Initial Data Efficiently
Ideal for new campaigns, this strategy automates bids to get the most clicks within your budget.
Best Use Case
When testing different keywords and ad variations
If you want to drive traffic before shifting to a conversion-focused approach
ii) Target CPA (Cost Per Acquisition): Optimize for Conversions
This strategy focuses on getting leads at a specific cost, making it effective for contractors looking for predictable lead costs.
Best Use Case
When enough conversion data is available (Google recommends at least 30 conversions in 30 days)
If your goal is consistent lead generation at a profitable cost
iii) Manual CPC: Full Control Over Bidding
For contractors who want precise control over ad spending, Manual CPC allows adjustments at the keyword level to prioritize high-performing search terms.
Best Use Case
When targeting high-value, competitive keywords
If you prefer to adjust bids manually based on performance trends
7. Call-Only Ads for Immediate Leads
Direct communication often leads to faster conversions for general contractors. Many potential clients, especially those with urgent needs, prefer calling rather than filling out forms. Call-only ads streamline this process by allowing users to connect with your business instantly from mobile search results.
Why Call-Only Ads Work for Contractors?
- Appear on Mobile Searches: Most local searches happen on mobile, so these ads ensure your business is just one tap away.
- Direct Call-to-Action: Users don’t have to visit a landing page—they call straight from the ad.
- Ideal for High-Intent & Urgent Services: Works exceptionally well for emergency repairs, quick estimates, and consultations.
Best Use Case
Roofing companies handling storm damage or leaks
Emergency plumbing or electrical repairs
General contractors offering on-the-spot consultations
8. Retargeting Ads for Conversions
Not every potential client hires a contractor the first time they visit a website. Some may be comparing options, gathering estimates, or not yet committing. Retargeting (also known as remarketing) ensures your business stays top-of-mind by displaying ads to visitors who previously interacted with your site. This increases the chances of converting hesitant prospects into actual customers.
Why Retargeting is Essential for General Contractors?
- Reconnects with Interested Prospects: Targets users who visited your website but didn’t convert.
- Increases Brand Recall: Keeps your business visible even after they leave your site.
- Encourages Action with Strategic Messaging: Uses personalized reminders or incentives to push undecided visitors to request a quote or schedule a consultation.
Best Use Case
A homeowner browses your remodeling services but doesn’t fill out a form. Later, a retargeting ad reminds them to book a consultation.
A commercial property owner checks your services but doesn’t request an estimate. A retargeting ad highlights past projects and client testimonials to reinforce credibility.
Effective Retargeting Strategies for Contractors
Segment Your Audience for Better Results:
Show users different ads based on what service pages they viewed (e.g., roof repair vs. full remodel).
Target users who abandoned contact forms or quote requests to encourage them to complete the action.
Use Engaging Ad Formats
- Display Ads: Visual banners reminding users of your services.
- Video Ads: Short clips showcasing completed projects or testimonials.
- Dynamic Retargeting Ads: Automatically show users the services they viewed on your website.
Create a Sense of Urgency & Value:
Offer limited-time promotions (“Book a Free Estimate This Week Only!”).
Highlight project availability (“Spring Renovations Are Filling Up – Secure Your Spot Now!”).
Idea: If someone visits your kitchen remodeling page but doesn’t contact you, a retargeting ad could say: “Thinking About a Kitchen Remodel? Get a Free Consultation Today!” with an image of a stunning completed project.
9. Track & Measure Performance
Running PPC ads without tracking performance is like working on a construction project without blueprints—you need data to know what’s working and what needs improvement. Regularly analyzing key metrics can refine your strategy, improve lead quality, and maximize your return on investment (ROI).
PPC Metrics Contractors Should Track
i) Click-Through Rate (CTR): Measures Ad Engagement
CTR shows the percentage of users who click on your ad after seeing it. A low CTR may indicate that the ad copy, headline, or targeting needs adjustments.
Best Practices
Test different headlines and CTAs to improve engagement
Ensure your ad messaging aligns with the keywords being targeted
Use ad extensions to provide more clickable options
ii) Conversion Rate: Tracks Leads Generated
This metric measures how many visitors take action (such as calling your business or submitting a quote request) after clicking your ad. A strong conversion rate indicates your landing page and ad targeting are effective.
Best Practices
Optimize landing pages with clear CTAs, trust signals, and fast load times
Test different form lengths—shorter forms often convert better
Align ad messaging with the landing page content
iii) Cost Per Lead (CPL): Helps Gauge Profitability
CPL tells you how much you’re paying for each new lead. The lower your CPL, the more efficient your campaign is.
Best Practices
Use negative keywords to filter out low-quality clicks
Focus on high-converting keywords and reduce spend on underperforming ones
Adjust bidding strategies to optimize for lower costs while maintaining lead volume
Focus on Contracting, Let Experts Handle Your PPC
As a contractor, your time is best spent on the job site, not behind a computer managing ad campaigns. Between overseeing projects, coordinating with clients, and ensuring high-quality work, you don’t have hours to spare on keyword research, bid adjustments, and conversion tracking.
PPC is a complex, ever-evolving system that demands continuous optimization to deliver real results. Instead of spending valuable time figuring out ad strategies, let experts handle the digital marketing while you focus on what truly matters—delivering outstanding projects and growing your contracting business.
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